If you're like most people, you probably skim through most of the content you read online. In fact, according to a Nielsen Norman Group survey, the average person only reads 20-28% of a web page. Ouch! If you want your readers to take in your content, you need to make sure it's engaging. After all, with so much information available at our fingertips, who has time to read every word?
So how do you make your content stand out from the rest? And more importantly, how can you create engaging content that will keep your readers coming back for more?
Let's dive in with the ten most effective ways to create engaging content that gets everyone talking!
What Does Engaging Content Mean?
When it comes to content, there is good content, and then there is excellent content.
But what exactly is the difference? Engaging content is the kind of content that arrests your attention and compels you to keep reading. It is the stuff that viral marketing is made of – the content you cannot help but share with all your friends.
What makes engaging content so unique? Great headlines are key. A headline is your first opportunity to make a good impression, so you’ll want to make sure it’s memorable.
Engagement keeps consumers coming back for more. Engaging content is any piece of writing, video, or other attention-grabbing media. The content makes you want to keep reading or watching, even if you weren't originally planning to. Engaging content is relatable. It speaks to the reader personally, so they are compelled to share it with others.
Great content speaks to us, not at us. So next time you’re wondering how to make your content more engaging, just ask yourself: Would I want to read this? If the answer is no, chances are your readers won’t either.
So how do you engage your audience? Below, we'll dive deeper into the specifics of what makes content engaging and how you can make that content work for you.
Why is Engaging Content Important for Businesses?
It's simple, really. People like to read interesting and informative things, and if you can provide that, you can reap the rewards in terms of website traffic and leads.
Of course, it's not just about developing content for the sake of it - it also needs to be well-written and relevant to your target audience. After all, people will move on to something else if your content doesn't hit the mark. And in today's fast-paced world, there are a lot of things competing for people's attention.
Below are a few ways that you can use engaging content to amplify all of your other business objectives:
Building meaningful relationships with customers
If you can give your customers something to read that is interesting, evokes an emotional response or makes them laugh, you are building a meaningful relationship with them. And what do humans crave more than connection? If you can get your customers to connect emotionally with your content and want to read more, they will likely share your content with their friends, which means even more exposure for your business.
Improving brand reputation/awareness
Content is what your audience reads when they're scrolling through social media feeds. It's what they remember long after they've clicked away. As a result, content is a powerful tool for building brand awareness and reputation. Creating engaging content isn't rocket science. Keep it relevant, attention-grabbing, and relatable, and you'll be well on your way to improving your brand's reputation and awareness.
Driving leads and website traffic
It's no secret that creating quality content takes time, effort, and a certain degree of talent. However, it's also a great way to attract new leads without breaking the bank. By producing engaging articles, infographics, and videos, you can reach a wider audience and demonstrate your expertise in your field. In addition, well-crafted content can help to build trust with potential customers and encourage them to do business with you.
Enhancing your SEO work
As any web surfer knows, Google is the gatekeeper of the internet. This influential search engine determines which websites are seen by millions of users every day and favors engaging and high-quality content. Creating compelling and original content attracts Google's attention and supports the rest of your marketing efforts by attracting attention, fostering relationships and even driving conversions.
Showcasing your expertise
Whether you're a small business or a large corporation, you want to be known for being an expert in your field. After all, customers are more likely to buy from a company they feel is knowledgeable and trustworthy. One way to achieve this is by creating content that showcases your expertise and informs your customers. These could be blog posts, articles, infographics, or video tutorials. By taking the time to create high-quality content, you'll not only build trust with your customers but also attract new leads and grow your business.
Differentiating yourself from your competitors
There's no question that businesses need to create content to survive and thrive in today's digital world. That's where engaging content comes in. Engaging content is interesting, informative, and entertaining - the perfect recipe for getting noticed.
Creating a stronger marketing funnel
Anyone who has ever gone through the process of buying a car knows that a lot of negotiating is involved. The same can be said of the sales funnel - customers at different stages of the funnel will haggle over various types of content. For instance, those who are just beginning their research will want broad and introductory content. On the other hand, those nearing the end of their journey will be looking for more specific, targeted content that speaks to their needs. As a result, you need to create various content types to appeal to all kinds of customers.
Getting Started with Engaging Content
Anyone who's ever scrolled through social media knows that there's a lot of content out there vying for people's attention. So, how do you ensure that your content cuts through the noise and engages your audience?
Here are a few steps to get you started:
Build a content marketing strategy
Building a content marketing strategy will help you identify your audience, understand what they're looking for, and figure out how your content can best serve them.
Create a buyer's journey
Mapping out the path your potential customers will take from awareness to purchase will help you create content that guides them along every step.
Develop a strong brand voice
Your content should reflect your brand's unique personality to stand out from the crowd and resonate with your audience.
Understand how content will give you the best ROI
Of course, not all content is created equal, so it's essential to consider what kind of return on investment you can expect from different types of content before investing time and resources into making it.
Create an editorial calendar
A content marketing editorial calendar will help you plan and track your content creation process, ensuring that you meet deadlines and stay on top of your goals. By following these steps, you can create content that is not only engaging but also aligned with your business goals.
10 Ways to Create Engaging Content
In today's content-saturated landscape, ensuring your voice is heard above the noise is more critical than ever. But how do you create content that is not only relevant and engaging but also catchy enough to make people want to listen?
Below are a few surefire methods for cutting through the noise:
1. Learn about what your audience cares about
You can't engage with your audience if you don't know what interests them. So research what topics are top of mind for your target demographic, and then craft your content accordingly.
2. Be authentic
People can tell when you're being disingenuous, so your content must be authentic. Write from the heart, and let your true personality shine through.
3. Creativity is key
In a sea of sameness, creativity is king. You'll be more likely to capture attention if you find a unique angle or approach to a topic.
4. Focus on storytelling techniques
Stories are a powerful way to engage an audience and make a connection. Use storytelling techniques in your content to captivate readers and listeners.
5. Showcase credible information
To gain trust, it's vital to showcase credible information in your content. If you're citing statistics or data, be sure to use reputable sources. In industries where credibility is essential, such as healthcare, legal, or finance, it's even more important to focus on trustworthiness in your content.
6. Repurpose your content on all media outlets
Don't let your amazing content go to waste! Instead, make sure you're repurposing it across all media outlets, from social media to email marketing campaigns.
7. Demonstrate thought leadership
Showcase your expertise by writing thought-provoking content demonstrating your industry landscape knowledge. This will position you as a thought leader in your field and help build trust with potential clients.
8. Curate the news
Keep your finger on the pulse of the latest industry news so you can curate relevant content for your audience. This will show that you're up-to-date on the latest trends and developments and keep people coming back for more insights!
9. License content from reputable sources through NYTLicensing
For high-quality content that's already been created, look no further than NYTLicensing. We offer a wide range of licenses from reputable sources so that you can be confident in the quality of your content. Simply select the license that fits your needs and proceed with confidence!
10. Incorporate client feedback
Use feedback from clients to help you understand what type of content is most relevant and engaging for your audience. This will ensure that you're consistently creating content that hits the mark!
The bottom line?
You can create content that is engaging and aligned with your business goals. So get out there and start writing (or repurposing) today!
10 Types of Content
Today, ensuring your brand stands out is more important than ever. But with so many different types of content out there, how can you ensure you're using the right mix?
Here are ten types of content that can help you engage your audience and build trust with potential customers:
1. Video:
Videos are highly engaging and can help customers better remember your brand.
2. Blog posts:
A comprehensive blog strategy is the staple of any website content marketing strategy.
3. Case studies:
Sharing customer experiences will be beneficial to increasing your audience and trust.
4. User-generated content:
This kind of content has become incredibly popular and helps engage audiences.
5. Industry news:
Keep your audience up to date with the latest industry news to show you're an authority.
6. Infographics:
Infographics are a creative way to incorporate visuals into your content and make complex information more digestible for your audience.
7. Licensed content:
Licensed content helps you build credibility with your audience.
8. eBooks:
eBooks are a great way to position yourself as an expert in your industry and build trust with potential customers.
9. Podcasts:
Podcasts allow you to reach a wide audience and develop relationships with listeners.
10. Webinars:
Webinars are a great way to generate leads and sales while providing valuable information to your audience.
What is the Most Engaging Content?
There's no denying that content is important. In today's age of digital media, it's essential to have engagement-worthy content on your site if you want to attract and retain visitors.
But what exactly is the most engaging content?
Well, that depends on your audience. You need to consider what kind of content will resonate with them and get them to keep coming back for more. There's no one-size-fits-all answer, but there are some general principles you can follow:
Make sure your content is credible and reliable
Nothing turns off an audience faster than inaccurate information. So when you're researching for your next piece, check your sources carefully and double-check any facts you're unsure about.
Keep it fresh and relevant
If you cover the same topics repeatedly, your audience will get bored. Mix things up. A little variety can go a long way in keeping things interesting.
Partner with a content licensing agency to get high-quality content regularly
With a vast network of talented writers and creators, you're sure to find the right fit for your audience. And best of all, you can rest assured that all of the content is original and exclusive to you.
How Do You Know if Your Content is Engaging?
There's no denying that engagement is vital in content marketing. But how can you tell if your content is engaging?
These are a few key indicators that can give you a good idea of whether or not your content is engaging your audience:
Engagement rate
This is the percentage of people who interact with your content in some way, whether through likes, shares, comments, or clicks. If your engagement rate is low, it could be a sign that your content isn't resonating with your audience.
Bounce rate
This is the percentage of people who leave your website quickly after viewing only one page. A high bounce rate could indicate that your content wasn't relevant to what they were looking for or that it wasn't interesting enough to keep them on your site.
Open rate refers to the percentage of people who opened your email. If you sent out 100 emails and 50 people opened them, your open rate would be 50%. If people are opening and reading your emails, it's a good sign that they're interested in what you have to say.
Social shares
This metric measures how often people share your content with their followers and friends. If you sent out 100 emails and ten people shared them, your social shares would be 10%. If people often share your content with their friends and followers, they find it valuable and worth sharing.
Website visits
Website visits can give you an idea of how many people are interested in what you have to say. If your content is driving traffic to your site, that's a good sign that people are engaged with it.
Conversion rates
If people are visiting your site and taking the desired action, whether it's making a purchase or signing up for a newsletter, it means they're engaged with your content and find it valuable.
Client feedback
Client feedback is another critical metric. If clients are happy with what they see, they're more likely to continue doing business with you.
So how can you tell if your content is engaging? Look at the metrics mentioned above and see how your content stacks up. If you're not seeing the numbers you want, it might be time to rethink your engagement strategy.
Challenges in Creating Engaging Content
As any content creator knows, engagement is key. Without engagement, your content might as well not exist. But in today's climate, it's getting harder and harder to create content that people will actually want to engage with.
There are several challenges that content creators face, including:
Doing more with less:
In today's climate, marketers are expected to do more with less, and as a result, many are stretched thin. In fact, a recent study found that 67% of marketers are expected to do more with fewer resources.
The “Great Reshuffle”:
In addition, the "Great Reshuffle" is occurring, with people leaving companies at higher rates than before. This means there is a greater need for content but fewer people to create it.
Budget issues:
If you do try to outsource your content production, you may run into budget issues. Forty percent of marketers said they had difficulty outsourcing due to tight budgets.
Despite these challenges, engaging content is still possible with careful planning and execution. However, engagement matters most, and content creators must find a way to rise to the challenge.
What are Examples of Engaging Content?
There's no shortage of ways to kill time on the internet. You can scroll through Twitter, binge-watch Netflix, or even stare at a blank wall for hours. But if you're looking for examples of something a little more engaging, there are plenty of options out there:
Moz
First, there's Moz - specifically, their White Board Friday videos, in which experts discuss various SEO topics. These videos are short, informative, and always leave viewers wanting more.
AdvisorStream
Then there's AdvisorStream, which regularly includes case studies as part of its content mix. AdvisorStream has a case study section that dives deep into the stories of successful financial advisors. These studies are not only interesting to read, but they also provide valuable insights for their audience.
Hootsuite
Hootsuite's Game of Social Thrones campaign is a lighthearted take on the popular TV show, with articles that explore the benefits of various social media platforms. This campaign was not only clever and well executed, but it also resulted in a massive amount of engagement for the brand.
Redbull
The Red Bulletin is a prime example of how to keep readers coming back for more. This magazine covers various topics, from extreme sports and adventure travel to music and pop culture. What sets it apart is the quality of writing and photography. The articles are well-written and informative, but they also have a sense of humor that makes them a pleasure to read.
Ultimately, these are just a few examples of engaging content, but they're some of the best.
Final Thoughts
So how can you ensure that your content is always engaging? Licensed content is a great way to make sure that your content is always exciting and meets your bottom line. Not to mention, it can save you both time and money.
At NYTLicensing, we offer a wide range of solutions, covering every step from content planning to distribution. Our team of experts can help you ensure that your content is high-quality and engaging. In addition, we can help protect your brand and give your customers the best possible experience.
